Desktop vs. mobile for DTC marketers

desktopvsmobilePOST SUMMARY: People use mobile devices to consume online media, but still use desktops to a large extent for things like eCommerce.  After a few years of strong growth for iOS and Android tablets and a corresponding decrease in PC sales, the inverse is suddenly true: PC sales are up and tablet sales are “crashing.”  According to Talking New Media mobile device usage has now surpassed consumer consumption on a desktop, 60 percent to 40 percent, respectively. This compared to March 2013 when desktops were used 53 percent of the time vs. mobile’s 47 percent Continue reading »

DTC marketers: Risk adverse?

riskadverseagesPOST SUMMARY: Taking risks is important for innovation yet when several hundred professionals were asked what would happen if they developed and tried “new and untested ideas,” only 17% said that such behavior would be rewarded or approved – 47% said that the reaction from their superiors would be “unpredictable.”  Nowhere is this more true than within pharma marketing. Continue reading »

What has changed when patients chose healthcare treatments?

changePOST SUMMARY: Most DTC marketing does not acknowledge that the way patients chose healthcare treatments, including prescription drugs, has changed over the last 3-5 years.  Today it’s more about trade-offs when choosing healthcare treatments and cost vs. benefit is becoming a bigger factor in the equation. Continue reading »

When biotech becomes “big pharma”

Big_Pharma_(Jacky_Law_book)POST SUMMARY: The easiest way to make a small biotech company less competitive is to transform the organization yo big pharma with recycled pharma people and a culture of meetings to spread decision making to employees whose self interests outweigh patients’ needs. Continue reading »

Drug Costs: How high can they go?

8532826-a-prescription-pill-bottle-with-rolls-of-cash-in-it--concept-or-metaphor-for-cost-of-drugsPOST SUMMARY:Via the WSJ: The first of a promising new class of cancer drugs went on sale in Japan this week at an average annual cost of $143,000 a patient, a harbinger of hefty prices the new drugs are expected to command in the U.S. and Europe in coming months.  Bristol-Myers, which plans to market nivolumab in the U.S. if the FDA clears it for sale, declined to say how much it will charge. A spokeswoman said the company prices its medicines based on “the value they deliver to patients and society, the scientific innovation they represent and the investment required to support” drug research-and-development. Continue reading »

Why are new media people leaving pharma

outaherePOST SUMMARY: The exodus of new media pioneers from pharma is leaving a severe talent gap within the industry that can’t be filled only by agency people.  If this trend continues pharma DTC marketing will continue to be left behind as consumer marketing evolves. Continue reading »

Treating people, not patients

rxdrugsPOST SUMMARY:  70 percent of all Americans are on at least one prescription drug, and 20 percent of all Americans are on at least five prescription drugs and according to the CDC, approximately 9 out of every 10 Americans that are at least 60 years old say that they have taken at least one prescription drug within the last month. Are we treating patients with an Rx when they might need other forms of treatments? Continue reading »

Time for DTC marketers to get to work

its timePOST SUMMARY: Consumers don’t trust big pharma, but hey are going online in bigger numbers to get health information.  If we want to be part of the conversation we need to EARN their trust one patient at a time.  It’s not going to be easy, but we need to fight for patients at every meeting and within every online digital interaction. Continue reading »